Ethical Issues Of Web Star Phenomenon From The Perspective Of Responsibility Ethics

"Web Star" phenomenon is the unique social phenomenon in the Internet field.From the passive to the initiative,from the self-expression to be manipulated,from the virtual value to the real interests......in the "Reds" continue to grow and develop in the process,or be driven by interest,or in the external environment and other factors,There has been an ethical misconduct.This paper explores the phenomenon of "network red man" from the perspective of ethics,aiming at analyzing the ethical anomie problem existing in this phenomenon from the theory of network ethics.This paper combs the origin and development of "Red Internet",and summarizes the current "Red Cross".Combined with the theoretical basis of ethics,the "red network" phenomenon arising from the ethical issues from the reasons,problems and countermeasures and other aspects of the analysis.The analysis shows that there are many ethical problems in the phenomenon of "digital network redistribution" in digital marketing communication,including the crisis of honesty,utilitarianization,personality alienation,the chaos of social subject value orientation and the spiritual crisis of the network subject,and then try from the responsibility ethics The government,enterprises and individuals to conduct ethical reflection,and finally,for the government,enterprises,participants and "network Reds" own ethical misconduct behavior proposed governance recommendations.